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    2step Flow Theory 1226830175128266 9

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    Asif Khan
    The document summarizes the two-step flow theory of communication. It states that information from media first reaches opinion leaders, who then pass on their own interpretations of the information to others in their social groups. It notes that opinion leaders can influence different topics and change over time and issues. The multi-step flow theory is also introduced, which illustrates how information spreads from mass media to opinion leaders to receivers in a social system over time as part of the diffusion of innovations.

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    2step Flow Theory 1226830175128266 9

    Uploaded by

    Asif Khan
    16 views8 pages
    The document summarizes the two-step flow theory of communication. It states that information from media first reaches opinion leaders, who then pass on their own interpretations of the information to others in their social groups. It notes that opinion leaders can influence different topics and change over time and issues. The multi-step flow theory is also introduced, which illustrates how information spreads from mass media to opinion leaders to receivers in a social system over time as part of the diffusion of innovations.

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    The document summarizes the two-step flow theory of communication. It states that information from media first reaches opinion leaders, who then pass on their own interpretations of the information to others in their social groups. It notes that opinion leaders can influence different topics and change over time and issues. The multi-step flow theory is also introduced, which illustrates how information spreads from mass media to opinion leaders to receivers in a social system over time as part of the diffusion of innovations.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPS, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pps, pdf, or txt
    16 views8 pages

    2step Flow Theory 1226830175128266 9

    Uploaded by

    Asif Khan
    The document summarizes the two-step flow theory of communication. It states that information from media first reaches opinion leaders, who then pass on their own interpretations of the information to others in their social groups. It notes that opinion leaders can influence different topics and change over time and issues. The multi-step flow theory is also introduced, which illustrates how information spreads from mass media to opinion leaders to receivers in a social system over time as part of the diffusion of innovations.

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    of 8

    DIFFUSION OF INNOVATION

    (Two-Step Flow)

    Presented by: Ian Culibao


    Advanced Comm Theory
    2-Step Flow: Easy Facts
    2-Step Flow: The Idea

    Information from the


    media moves in two
    distinct stages:

    SECOND: Opinion leaders pass on


    their own interpretations in addition to
    the actual media content.
    2-Step Flow: Key People

    • Opinion leaders are distributed in all


    groups: occupational, social,
    community and others.

    • Opinion leadership changes from


    time to time and from issue to issue.
    Leaders are most influential when
    interest is shared by the group.

    • 2 Types:
    - monomorphic (influential on one
    topic)
    Warren Buffett’s $620,100 lunch auction
    - polymorphic (influential on a variety
    of topics)

    • ICT example: The Culinarians


    Multi-step Flow Theory
    Step 2

    Step 1a Step 3 Opinion


    Opinion Opinion
    Mass Opinion
    MassMedia
    Media Leaders
    Receivers/
    Receivers/
    Leaders Seekers
    Seekers

    Step 1b

    Information
    Information
    Receivers
    Receivers
    Multi-step Flow
    DIFFUSION PROCESS. The process by which the
    acceptance of an innovation is spread by communication
    to members of social system over time.

    • The Innovation
    • The Channels of Communication
    • The Social System
    • Time
    THANK YOU. 

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